An advertisement in high-quality content generates 20% more engagement and up to 30% higher recall among consumers. (Image: Shutterstock)

An advertisement in high-quality content generates 20% more engagement and up to 30% higher recall among consumers.  (Image: Shutterstock)

The choice of a media or media brand plays a key role in the perception of a brand or a company's message, whether it is an advertisement or editorial content. The power of the medium is very often the first criterion for advertisers. But it is important not to stop at these figures alone. The affinity with the audience must also be considered, as well as the quality of the content. Indeed, the editorial context strongly influences the reader's appreciation and engagement. Several studies conducted by neuroscientists confirm this.

During his organised by Maison Moderne on 19 October, Bruno Liesse emphasised the attention of the audience and the impact generated by the environment in which an ad is placed.

He particularly highlighted the importance given to local media. Indeed, the findings of the research showed that content from local publishers, considered as premium, is more involving and generates higher engagement and impact.

Local publishers' web content is more engaging. Newsworks UK 2018

Local publishers' web content is more engaging.  Newsworks UK 2018

A second biometric study by IAS (Integral Ad Science) (Source: Comarketing news - IAS study 2019) and Neuro-Insight Institute highlights the positive 'halo' effect of advertising messages delivered in a supportive environment with a focus on qualitative editorial content.

The results of this study reveal the following two insights:

"An ad delivered in high-quality content also generates 20% higher engagement and up to 30% higher recall among consumers."

"Ads seen in high quality mobile environments - i.e. a brand-safe environment (corresponding to low brand risk) - are perceived 74% more favourably than the same ads seen in low quality environments (representing moderate risk, according to the IAS brand-safety rating)."

This has a direct impact on the effectiveness of campaigns, promoting long-term engagement and recall.

This is in line with the approach taken by Maison Moderne and its brands Paperjam and Delano: to offer quality journalism and be an independent and influential voice in the Luxembourg media landscape.

Paperjam and Delano play a special and unique role thanks to their business, high-end, cosmopolitan and progressive positioning.

This premium ecosystem based on the editorial requirements of the two media brands creates a favourable context for the brands that join them in their print, digital and live media strategy.

They benefit from the media's credibility with their audience and a positive image transfer.

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